How Content Pillars Influence Local Rankings
Every structure relies on solid support to remain upright and authoritative, and this is equally true for the digital framework defining a law firm’s online presence. Content pillars shape and support the entire content marketing strategy, forming a robust, interlinked information system. By delving into the architecture of content pillars, law firms can uncover a proven method to showcase their expertise, enhance their online visibility, and provide valuable, in-depth resources that resonate with clients and search algorithms alike.
A law firm can dominate its niche in search engine marketing by strategically deploying content pillars. These substantive information hubs serve as beacons of legal knowledge and cornerstones for sophisticated Search Engine Optimization (SEO) tactics. Using an integrated arrangement of pillar pages and supporting blog posts, content pillars empower law firms to weave a thematic tapestry of interconnected legal insight that appeals to clients and search engine crawlers.
Imagine a main pillar page as the trunk of a tree, with child pages or blog posts extending like branches. This structural approach simplifies user navigation and funnels content relevance and authority back to the central pillar, thus strengthening a law firm’s subject-matter dominance. By deliberately placing internal links, firms can efficiently distribute SEO value across related topics, bolstering their central offerings’ overall visibility and credibility.
Interactive elements interspersed throughout guide the reader on a journey of discovery, breaking down complex legal topics into approachable insights and inviting reflection on how a firm’s unique expertise aligns with its legal concerns.
Expand Your Legal Expertise Online: Crafting Comprehensive Areas of Practice
Digital representation of a law firm’s expertise commences with a detailed structure of its practice areas. The foundation of this strategy manifests through pillar pages that encapsulate individual areas of legal practice. A meticulously curated pillar page breathes life into the firm’s specialties, offering a centralized index that interlinks to more detailed child pages. Here, visitors discover the breadth and depth of the services provided.
Anchor Your Content with Geo-Targeted Pillar Pages
Locality anchors relevance for a law firm’s content. Pillar pages thrive when centered on both the practice area and the primary geographic focus of the firm, often the county or region where the firm holds office. By emphasizing geo-targeted content, law firms can enhance their visibility and authority within a specific local market, addressing the legal concerns of their immediate clientele.
Streamline Navigation with Structured Breadcrumbs
Clear navigation paths enrich the user experience. Employing breadcrumb navigation on a law firm’s website, marked with schema, clarifies the hierarchy and relationship between pillar pages and their child counterparts. This strategic organization informs search engines like Google how content interrelates, improving the likelihood of favorable search results rankings.
Multiple office locations necessitate a unique approach. A dedicated pillar page for each area should be established, branching off into child pages that spotlight available legal services specific to that office. Such an approach underscores the law firm’s presence and tailored services across various locales.
An internal linking strategy should never be an afterthought. Thoughtful placement of links within content reinforces the topical connections between different areas of the firm’s expertise, presenting a coherent narrative to users and search engines. Through internal links, a seamless journey is forged across pillar pages, child content, and insightful blog posts, establishing a web of knowledge that offers value and engages the visitor.
- Centralized pillar pages represent an area of legal practice and the law firm’s location.
- Schema-marked breadcrumb navigation enhances content clarity for search engines.
- Each office location merits its pillar page, linking to specific legal service offerings.
- Internal links bind the content network, showcasing the firm’s comprehensive knowledge and expertise.
Building Out Areas of Practice of Law in Web Content
Each area of practice should have a dedicated pillar page that serves as an index linking to child pages. These child pages should provide detailed information about specific legal services within that practice area.
- Pillar pages should focus on a specific practice area and the main geo-targeted area where the law firm’s office is, typically the county or region.
- Including breadcrumb navigation marked with schema is essential to help Google understand the relationship between pillar and child pages.
- For law firms with multiple office locations, each office location page should be a pillar page with child pages showcasing the legal services offered at that location.
- Internal links should be strategically placed to demonstrate the connection between pillar pages, child pages, and supporting blog posts.
Content Pillar Topic Examples
One exemplary case of a content pillar topic for law firms is the creation of the New Jersey Employment Law Pillar Page and supporting pages with nested topics. This structure allows for a comprehensive and organized approach to providing valuable information to potential clients.
Please note that some child pages are also sub-pillar pages in their own right.
- Employment Law – Pillar Page
- Constructive Dismissal – Child Page
- Discrimination Law – Child Page / Sub-Pillar Page
- Age Discrimination – Child Page
- Disability Discrimination – Child Page
- Ethnicity Discrimination – Child Page
- Gender Discrimination – Child Page
- LGBT Discrimination – Child Page
- Military Service Discrimination – Child Page
- Perceived Sexual Orientation Discrimination – Child Page
- Pregnancy Discrimination – Child Page
- Race Discrimination – Child Page
- Religion & Creed Discrimination – Child Page
- Sexual Discrimination – Child Page
- Sexual Harassment – Child Page
- Sexual Orientation Discrimination – Child Page
- Whistleblower Discrimination – Child Page
- Workplace Retaliation – Child Page
- Employee Rights – Child Page
- Employer Compliance – Child Page
- Employment Arbitration – Child Page
- Employment Contracts – Child Page / Sub-Pillar Page
- Employment Contract Disputes – Child Page
- Employment Immigration – Child Page
- Employment Misrepresentation – Child Page
- Hostile Work Environment – Child Page
- NJ Labor Laws – Child Page / Sub-Pillar Page
- Age Discrimination in Employment Act of 1967 (ADEA) – Child Page
- Americans With Disability Act (ADA) – Child Page
- Employee Retirement Income Security Act of 1974 (ERISA) – Child Page
- False Claims Act (FCA) – Child Page
- Family Medical Leave Act (FMLA) – Child Page
- New Jersey Civil Rights Act Of 2004 – Child Page
- New Jersey Conscientious Employee Protection Act (CEPA) – Child Page
- New Jersey Family Leave Act (NJFLA) – Child Page
- New Jersey Law Against Discrimination (NJLAD) – Child Page
- Title VII of the Civil Rights Act of 1964 – Child Page
- Non-Compete Agreements – Child Page
- Restrictive Covenants – Child Page
- Severance Packages – Child Page
- Shareholder & Partnership Disputes – Child Page
- Union Rights Retaliation – Child Page
- Wage & Hour Violations – Child Page
- Workplace Bullying – Child Page
- Workplace Harassment – Child Page
- Workplace Injury Resulting in Wrongful Termination – Child Page
- Wrongful Termination – Child Page
Writing Pillar-Based Content
When planning a pillar-based marketing strategy for a law firm, it is essential to identify the critical areas of practice the firm wants to focus on. These areas will serve as the foundation for all content pillars moving forward.
How to Plan Out a Pillar-Based Marketing Strategy
- Start by conducting keyword research to identify the most relevant and high-volume keywords related to the areas of practice.
- Build pillar pages around these keywords, providing comprehensive and valuable information on each topic.
- Create supporting blog posts and content that link to the pillar pages, further establishing the firm’s expertise in the field.
- Use tools like inlinks.com to understand the associated topics within each pillar, which will help inform content creation and interlinking strategies.
How to Prioritize Content for Keyword Search Intent
Prioritizing content based on keyword search intent is essential to ensure that the most relevant and valuable information is presented to users first. This can be achieved by aligning the main pillar content with high-intent keywords and structuring sub-topics to address specific search queries.
Choosing Sub-Topics in Pillar Content
When selecting sub-topics for pillar content, consider the most common questions and concerns that potential clients may have related to the main practice area. These sub-topics should help provide a comprehensive overview of the topic and address different aspects of the issue.
Mapping Out Supporting Content
Supporting content is crucial in a pillar-based marketing strategy, as it links to the central pillar pages and provides additional context and information. It is essential to map out this supporting content in a structured way to ensure cohesion and consistency across all content pillars.
Keyword Research for Focus Keywords
When creating content pillars for your law firm, one crucial step is conducting keyword research to identify the focus keywords that will drive traffic to your pages. By targeting specific keywords related to your practice areas and location, you can attract potential clients actively searching for legal services.
Identifying top level Location-based keywords for your pages within your pillar pages
Example:
- Seed keyword – age discrimination
- Use the city name as a Geo-modifier
- add an attorney or lawyer at the end of the keyword
- In this example, we will use the city of Princeton
- The keyword phrase ends as Princeton Age Discrimination Lawyer
When possible, it is essential to find the estimated local search volume and the difficulty rating for your keyword. Tools such as Ahrefs.com can provide valuable insights into the search volume and competition for your chosen keywords.
Using the focus keyword as your central entity in entity SEO research for topics and sub-topics, you can further optimize your content for search engines and improve your chances of ranking higher in search results.
Entity SEO and Pillar-Based Marketing for Law Firms
Entity SEO is a search engine optimization strategy that focuses on building your law firm’s online presence as a distinct entity in the eyes of search engines. This involves creating content that establishes your firm as an authority in your practice area.
How does entity SEO differ from keyword research?
While keyword research involves identifying specific keywords and phrases to target in your content, entity SEO goes beyond individual keywords to build a comprehensive picture of your firm’s expertise and authority in a particular legal niche.
How does content gap analysis between your law firm’s competitors in Google’s search engine results and NLP help direct what supporting content should be on your child’s pages and supported posts?
Content gap analysis helps you identify areas where your competitors outperform you in search results. This allows you to create targeted content that fills those gaps and improves online visibility. Natural Language Processing (NLP) further enhances this process by analyzing the context and intent behind search queries to guide your content strategy.
What is NLP?
Natural Language Processing (NLP) is a branch of artificial intelligence focusing on the interaction between computers and human language. In content marketing, NLP can help analyze and interpret the language used in search queries and content to improve the relevance and effectiveness of your law firm’s online presence.
Using Supporting Blog Posts to Support Pillar Pages by Topic and Sub-topic
When creating a comprehensive content strategy for law firms, supporting blog posts is critical to enhancing the effectiveness of pillar pages. By focusing on topics and sub-topics that align with the pillar page’s central theme, you can provide valuable information to your audience while boosting your search engine optimization efforts.
· Using Entity SEO to Help Guide Topic Selection: Entity SEO can help you identify which topics and sub-topics are most relevant to your pillar page. By understanding the critical entities related to your law firm’s practice areas, you can prioritize writing blog posts that support these entities.
· Linking Supporting Blog Posts to Pillar Pages: Use the anchor text of the pillar page focus keywords and variations to create internal links from your supporting blog posts to the pillar page. This helps establish the relationship between the content and enhances your website’s overall SEO value.
· Importance of Internal Linking for Coherence: Internal links are crucial in showcasing the connection between the pillar page, child pages, and supporting blog posts. Ensure your internal linking strategy includes links from the pillar page to child pages, blog posts, and links between relevant child pages and blog posts.
· Tracking Blog Post Indexation in Google Search Console: Monitoring the indexation of your blog posts in Google Search Console is essential to confirm that search engines recognize the links between your pages and posts. This step is critical in maintaining the link association and ensuring the overall success of your content strategy.
Case Studies in Pillar-based Marketing
Case studies play a crucial role in pillar-based marketing for law firms. By developing a ‘Success Stories’ section on their website, firms can showcase client services and highlight the results achieved. This builds credibility and demonstrates the firm’s expertise and track record of success.
- Leveraging success stories is a powerful way to fortify trust with potential clients and showcase legal victories. By sharing real-life examples of how the firm has helped clients achieve favorable outcomes, firms can connect on a deeper level with their audience.
- When creating case studies, ensuring compliance with Legal Advertising Ethics is essential. Law firms must adhere to the rules and regulations set forth by governing bodies to maintain transparency and integrity in their marketing efforts.
- Integrating case study internal links to and from a pillar-based campaign can help advance users in the buyer’s journey. By strategically linking related content, firms can guide visitors through decision-making and encourage them to take the next step.
FAQ Info in Pillar Pages
Answering frequently asked questions around your pillar page topic helps establish the page as more relevant. By providing in-depth information on common queries, you can address visitors’ potential concerns and demonstrate your expertise in the subject matter.
Utilizing FAQ info on child pages
When creating child pages related to your pillar topic, consider incorporating FAQ sections to enhance the user experience further. This allows visitors to quickly find answers to specific questions while navigating through your content. Addressing common inquiries can keep users engaged and encourage them to explore more of your website.
Ensuring Cohesion and Consistency Across All Content Pillars
Ensuring cohesion and consistency across all content pillars is vital when creating a solid online presence for a law firm. This involves integrating various content pillars seamlessly into the law firm’s website and the art of interlinking content for improved user experience and SEO benefits.
Law firms can establish a solid and recognizable online identity by maintaining a consistent brand voice and messaging across all content types. This helps build trust with potential clients and reinforces the firm’s expertise and authority in the legal field.
Google’s Helpful Content Update and Pillar-Based Law Firm Content
When creating content for your law firm’s website, it’s essential to stay updated with Google’s latest helpful content updates. Google’s update emphasizes the importance of providing valuable and relevant information to your audience.
One key aspect of this update is aligning your content’s topics and sub-topics to answer the intent of the main keyword. This means creating content that directly addresses the questions and concerns of your target audience.
Another critical factor is prioritizing your content’s topics in order of how they help the reader and align them with the overarching keyword topic of the page or post. By organizing your content in this way, you can ensure that your audience receives the most relevant and helpful information.
One way to improve your law firm’s content is to remove unnecessary fluff. Google’s algorithms are becoming increasingly sophisticated, prioritizing high-quality, informative content. By providing valuable insights and eliminating irrelevant information, you can boost your website’s visibility and credibility.
Google’s E-E-A-T Framework within Pillar-Page Content
What is Google’s E-E-A-T framework?
The E-E-A-T framework stands for Expertise, Experience, Authoritativeness, and Trustworthiness. It is a set of guidelines used by Google to assess the quality of content and websites. Expertise refers to the level of knowledge and skill demonstrated in the content. Authoritativeness relates to the credibility and reputation of the website or individual author. Trustworthiness focuses on the reliability and accuracy of the information provided.
How can you add more experience and expertise to the content you craft?
To enhance the expertise of your content, ensure that it is well-researched, factually accurate, and provides valuable insights or solutions to your audience’s questions or problems. Highlighting the credentials and experience of the authors or contributors can also boost the perceived expertise of your content.
How can you increase the Trust of your site using E-E-A-T guidelines?
To build trust with your audience and Google, consider implementing various trust signals on your website, such as transparent author bios, verifiable contact information, customer testimonials, and secure website connections. Creating high-quality, original content that is regularly updated and cited from reputable sources can also help establish trustworthiness.
Utilizing a Table of Content Plugins for long-form pillar content
- Improves user experience by providing a clear overview of the content structure
- Allows users to navigate to specific sections of the content easily
- Enhances SEO by providing clear internal links to different sections of the pillar page
How users skim content to find what they are looking for
Users typically skim through long-form content to quickly find the information they seek. A Table Of Contents provides a quick overview of the content sections, making it easier for users to locate the specific information they seek.
Using heat map tracking to review how users are interacting with sections of your content and which table of content links get engagement
Heat map tracking can provide valuable insights into how users interact with different sections of your long-form pillar content. By analyzing user behavior, law firms can identify which table of content links gets the most engagement, allowing for further optimization of the content structure.
Integrating Content Pillars into a Law Firm’s Overall Strategy
As we wrap up our exploration of content pillars for law firms, it’s clear that these strategic frameworks are essential for establishing a solid online presence and attracting the right audience. By implementing a well-thought-out content pillar strategy, law firms can showcase their expertise, improve search engine visibility, and connect with potential clients on a deeper level.
Benefits of a well-implemented content pillar strategy
- Increased website traffic and higher search engine rankings
- Enhanced brand positioning as a thought leader in the industry
- Improved engagement and trust with potential clients
- More significant opportunities for lead generation and conversion
Steps for law firms to build their content pillars effectively
- Identify critical areas of expertise and target audience personas
- Create pillar pages that focus on core practice areas and industry topics
- Develop supporting content such as blog posts, case studies, and FAQs
- Optimize content for SEO and user engagement
Leveraging content pillars for greater service visibility and market authority
By incorporating content pillars into their marketing strategy, law firms can differentiate themselves from competitors, attract high-quality leads, and build lasting client relationships. Content pillars are a foundation for showcasing expertise, building trust, and providing value to current and prospective clients.
Are you ready to take your law firm’s online presence to the next level?
Assess your content strategy and see how well it aligns with your firm’s goals and values. Are you effectively reaching your target audience and positioning yourself as an authoritative source in your practice areas?
At Focus Visibility Law Firm Marketing, we specialize in developing and implementing robust content pillars that drive results. Our team of experts can help you create pillar-based marketing strategies that elevate your firm’s visibility and attract high-quality leads.
Don’t hesitate to reach out for a consultation or ask any questions. We are here to support your firm’s growth and success.
Call us today at (908) 655-6949 or book a discovery call.